The second picture of a product in context is clearly evocative – it helps customers visualize themselves in the context of their jobs. A product makeup differs from a generic product spec in a way that makes the product personal – it shows vivid imagery and talks in the language of the customer’s industry. Content contextualization is about small changes: you still want to keep all the basic specifications intact and choose as little or as much as you want to get that feel for the right audience. For example, woodworkers would refer to an allen wrench as a drill, so you should name your product ‘a drill’ and show an image of a woodworker using your product in action. On the contrary, construction workers refer to the same tool as an allen wrench; therefore, show them a wrench and an image of a construction worker using it.
Obviously, to tailor relevant experiences to different audiences, you need to undertake preliminary research to carefully segment your target audience into customer personas.
It is worth underlining that quality product information is the foundation of a successful ecommerce business. For all systems to function effectively, product data has to be structured, clean, and enriched. Once you implement a strong data management plan, you can ensure a customer-centric and product-powered ecommerce strategy that will generate significant results.
To summarize, consider the following diagram: